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談歐萊雅在我國市場營銷策略的改善(文件)

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【正文】 been growing rapidly. Cost reduction and demands for batter and cheaper services are the main drives behind the growth. A third part logistics provider will be in a position to consolidate business from several panies and offer frequent pick–ups and deliveries, whereas in–house transportation cannot. Other reasons are as follows:第三方物流增長十分迅速。* 企業(yè)并不專長于物流* The pany does not have sufficient resources。這第二個方面迫使發(fā)達國家不得不進入一個叫做“全球物流”的新領(lǐng)域。There are three major flows involved in global logistics: material flow, document flow and cash flow.全球物流涉及到三種流轉(zhuǎn):物料流轉(zhuǎn),單據(jù)流轉(zhuǎn)和資金流轉(zhuǎn)。物流系統(tǒng)就要更高效、更快、更靈活(4) Move from mass production towards flexible manufacturing system( FMS). These systems enable a pany to switch production quickly from one product to another(4) 從規(guī)模生產(chǎn)轉(zhuǎn)向柔性生產(chǎn)系統(tǒng)(FMS) 。Stage 2. PDM was applied to the inbound movement of materials, ponents, and subassemblies, generally known as “ materials management”. By the late 1970s, many firms had established “ logistics department” with overall responsibility for the movement, storage, and handling of products upstream and downstream of the production operation.第二階段:PDM應(yīng)用于物流、部件和半成品的往返流轉(zhuǎn)活動,通常稱之為“物料管理”?!跋到y(tǒng)整合”開始出現(xiàn)。Stage 3. Logistics plays an important coordinating role, as it interfaces with most other functions. With the emergence of business process re–engineering( BPR) in the early 1990s, the relationship between logistics and related functions was redefined. “ System integration” occurred. Cross–functional integration should achieve greater results.第三階段:因其成為面對眾多功能的接口,物流承擔(dān)起重要的協(xié)調(diào)作用。 process of logistical integration can be divided into four stages:物流整合的過程可分為四個階段:Stage 1. Began in the early 1960s in the USA and involved the integration of all activities associated with distribution. Separate distribution departments were to coordinate the management of all processes within physical distribution management( PDM).第一階段:開始于0世紀60年代的美國,涉及到所有相關(guān)的配送活動的整合。其高速增長原因有二:Firstly, pressure to change by the development of the system itself第一,因自身系統(tǒng)的發(fā)展而被迫變革(1) High–speed puting and data transmission can instantly transmit and react to user demand(1)高速計算機系統(tǒng)和數(shù)據(jù)交換系統(tǒng)能持續(xù)地對用戶需求實行流轉(zhuǎn)和操作(2) More flexible and accurate logistic planning and control through puters and data processing (2)通過計算機和數(shù)據(jù)加工能實現(xiàn)更加靈活的精確的物流計劃和管理(3) Flexible puter facilities help problem solving and increase decisions accuracy(3)柔性計算機設(shè)施有助于問題的解決和提高決策的精確度(4) Awareness of total cost measurement and management accounting(4)對整體成本衡量和財務(wù)管理的清醒認識Secondly, pressures for changes from the wider economy.第二,來自范圍經(jīng)濟變革的壓力。其缺點主要是交貨的不可靠性,艱難的溝通以及從產(chǎn)品的設(shè)計到產(chǎn)品的生產(chǎn)完成需要更長的時間。* 對實施更好的物流運作的期盼,或沒有時間開發(fā)內(nèi)部物流所需要的能力* The pany is venturing into a new business with totally different logistics requirements。第三方物流提供商能夠?qū)碜詭准移髽I(yè)的業(yè)務(wù)進行整合,并能提供頻繁的提貨和交貨,而企業(yè)內(nèi)部運輸無法做到。他們在第一方(供應(yīng)商或生產(chǎn)商)和第二方(買方或顧客)之間扮演著橋梁或設(shè)施供應(yīng)商的角色。多數(shù)物流系統(tǒng)未能對此類事件作出足夠妥善的處理。如若廢棄物能夠重新利用或回收,物流企業(yè)應(yīng)當(dāng)合理安排并將其運送到再生產(chǎn)或再加工地點。出口到國外的產(chǎn)品需要運輸更長的距離,經(jīng)歷更多的裝卸搬運。包裝執(zhí)行兩個基本的功能—營銷和物流。There are some future trends in internationalization:國際化將呈現(xiàn)出以下未來趨勢:(1) More logistics executives with international responsibilities(1)物流將更多地承擔(dān)起國際義務(wù)(2) Expansion of the number and size of foreign trade zones.(2)對外貿(mào)易區(qū)的數(shù)量和規(guī)模的擴大(3) Reduction in the amount of international paperwork and documentation(3)國際有紙作業(yè)和單據(jù)制作的數(shù)量的減少(4) More foreign warehousing is owned and controlled by the exporting firm(4)更多的涉外倉儲業(yè)務(wù)由出口企業(yè)經(jīng)營和控制(5) Increasing number of smaller firm(5)小企業(yè)的數(shù)量增長(6) Foreign ownership of logistics service firms, e. g., public warehousing and transportation carriers.(6)物流服務(wù)企業(yè)的涉外經(jīng)營,如公營倉儲業(yè)務(wù)和國際運輸商(7) Increasing multiple distribution channels(7)增加多配送渠道The international transport and the international logistics are same things in some way. So, when the international trading involved, the firm must establish international logistics systems to provide the products and service demanded. The most significant development in international logistics will be the increasing sophistication information system adopted and independent departments to operate.從某些方面講,國際運輸?shù)韧趪H物流。 Logistics 國際物流An increasing number of panies are involving in international markets through exporting, licensing, joins ventures, and ownership. This trend should continue. With such expansion there is a need to develop worldwide logistics networks. Integrated logistics management and cost analysis will be more plex and difficult to manage.很多企業(yè)正通過出口、許可、合營或跨國經(jīng)營涉足國際市場。并能調(diào)整成適合鐵運、汽運和船運的集裝箱標準規(guī)格尺寸。這兩個階段的不同主要體現(xiàn)在以下兩個方面:(1) Modern logistics adopts containerization techniques. The goods transfer process starts with packaging, followed by transportation, storage and distribution. The whole process is operated under logisti
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